“Having decided to use St. Nicholas to front their winter advertising campaign in the 1930’s, Coke completely reinvented him to become the Red and White, Merry Father Christmas we now associate with the holiday. Coca-Cola were already using the Great Depression to boost sales by describing Coke as an instant refresher and maker of happiness.

The installation was based on the idea of making Father Christmas overindulged, perhaps bogged down by the weight of the brand, being told how we should feel doesnt always make for happy, refreshed people!”.. . Laura Keeble